Category Archives: Marketing material for Exhibition stands

Exhibition on-site logistics tips

On-Site Logistics

Build-up – Arrive during the build of the stand. Prepare the stand for display with any graphics, audio visual equipment, furniture in position, hardware, brochures, give-aways, catering etc.

  • Store any additional travel boxes with stand builder or in exhibition storage area.
  • Check all boxes and items have been delivered to the stand or collect them as required.
  • Prepare and give to company representatives and exhibitors their stand roster schedule. Make sure that you have the right combination of expertise on the stand at all times and that you have scheduled meal and coffee breaks.
  • Let all staff know who is the official company spokesperson should you have press coming to the stand.
  • Inform staff of any competitions and how they work, and how the lead forms are filled in and processed.
  • Perform a practice run with all equipment to check it is working. Rehearse any presentation.
  • Inform staff who is in charge of the stand and what each person’s role and responsibilities are.
  • If press packs are required deliver them to the press centre.
  • Re-confirm any booked meeting rooms.
  • Re-confirm times, places and staff attending any hospitality events such as parties, drinks receptions and dinners.

Logistics during Show

  • Before the show opens make sure that you arrive first before the opening of exhibition hall so that you can unlock the office and storage areas and make sure that everything is ready and working before the tradeshow opens.
  • During the show check the stock levels of give-aways, display literature and catering.
  • Make sure that staff do not put all their coats and bags in the back office rather than in the cloakroom where they should be.
  • Make sure that you or another designated person is allocated the responsibility for turning equipment off or locking up at the end of the day.
  • At the end of the day run through any logistics for the next day and identify any problems experienced and communicate what can be done better. Then unwind with staff informally.
  • Take plenty of photos of stand during the show.
  • Collect leads and, if appropriate, make sure that those back at the office prepare any follow up that is required.

Close of Show logistics

  • Allocate duties and responsibilities to staff regarding the close of show and tear down. Debrief staff.
  • Collect any storage boxes.
  • Clearly label any boxes that are returning to the home office.
  • Make sure items from the stand are packed securely and put away. Use your inventory check list for this.
  • Arrange for the transportation of any boxes. If items are being collected by the stand builder make sure that they know which these are and confirm when you expect them back in the office.

In the final tip we will be outlining follow up process from the exhibition and feedback.

Final Check for Exhibitor to review before going to a Tradeshow

Preparation Just Before Going On-Site

You have done your check list and double checked that everything has been ordered and re-confirmed this with your suppliers. You have gone through the timeline and made sure that you are up to date and have everything ready to go. Now use this list to remind yourself of other things you need to have achieved:

  • Check all monies and invoices have been paid.
  • Check you have ordered any necessary:
    • Power
    • Telecommunications facilities
    • Equipment
    • Stand cleaning
    • Insurance
    • Furniture
    • Floral displays
    • Catering
  • Check and inform the appropriate people of any travel arrangements, hotel accommodation and meeting rooms that you have booked.
  • If you are having any speakers represent your company at any of the sessions make sure that they have travel and hotel bookings and that these have been confirmed. Check that they have been sent their seminar session information including session times, plans of the conference rooms and exhibition layout.
  • Make sure that any staff who are due to attend and help have been sent details of the exhibition, including your stand number and hall. They will need to know what days and times they are attending and when to meet, and they will need a show plan.
  • Have a conference call or meeting with everyone attending to run through the schedule of the show and what is expected from their participation.
  • Make sure all staff to understand the objectives and goals you want to achieve at this exhibition.
  • Prepare staff – make sure they have a complete knowledge of your company and its products and services, both current and new, and also that they know the relevant market trends and competition so that they are able to talk effectively with prospective customers.
  • Run though pre-training required by staff and make sure they are familiar with any equipment, demonstrations or presentations that they will need to use or refer to.
  • Run through the process of lead collection and allocate staff in the home office to follow up these appropriately as soon as possible after they have been generated.
  • Make an inventory and pack items to be taken to the show, such as literature, give-aways and lead forms as well as equipment, software and stock. These can often be delivered to the show by the stand builders or by using the services of a transportation freighting company. Make sure that if you are exhibiting in a non-EU country that you have filled out the correct customs forms for clearance and re-entry back to your home country.
  • Confirm that freight has arrived and all contractors are on schedule.
  • Check that you have sent out badges or passes as required.
  • Prepare an exhibition handbook with all information about the exhibition and your company’s participation, as well as supplier contact and names.
  • Plan to travel out during the build-up of the stand to make sure all is running to schedule and that you are there to supervise the stand build. Take photo of stand before show opening.
  • Final check all travel/accommodation arrangements and information to arrive exhibition in time for the build up.

Tips on Marketing and Publicity for Exhibitors – Marketing your Trade Show Attendance

For every exhibition there will be a variety of marketing strategies that you can use to
promote your stand, brand, business, services, products and expertise. The key to successful promotion is to use the right combination of strategies.

First you will need to know what your objectives are for exhibiting at the trade show in order to determine which forms of marketing suit your promotion. To get any attendee to your stand they need to perceive value, have an experience, or learn in some way. You will need to make sure you have a targeted and up‐to‐date database of contacts.

Traditional Marketing Media

Traditional marketing can include:

Press releases and invitations of journalists to a press conference or briefing at the
show.

Personal invitations to hospitality events or face‐to‐face meetings offered in
advance. You will need to offer them something of value like access to decision
makers and your top management.Invitations including hardcopies of the trade show registration giving an indication
of why they should visit your stand.

Database mailshots with phone follow‐up.

Promotion of a contest or prize draw they can enter or giveaways they can collect
on the stand.

Newsletter to current clients and prospects telling them what you will be doing at
the show and what you will be demonstrating. This can promote any speaking
opportunities you have as well as use competitions and giveaways, and it can
describe the hospitality you’ll offer on the stand.

Business introducers, using face‐to‐face communication to promote your attendance
at a trade show. Make sure all employees are promoting the exhibition at every
opportunity when talking to clients, prospects and third parties.

General correspondence – make sure your exhibition at the trade show is mentioned
in some shape or form on all correspondence that leaves the office, such as fax
headers, note pads, and compliment slips. Create leaflets to include in any
correspondence you send out. You can also use giveaways to promote the event.

SMS messaging. Short texts are great way of reminding attendees of the event, and
sending updates to them about what is happening.
On‐line and Social Media
Many of the above‐mentioned traditional forms of marketing can be done using email
marketing.

Email campaign. This is an excellent way to market your event if you already have
permission to contact the customer or prospect. Often the collection of contact
details through the website for newsletters can be excellent for sending electronic
invitations. The exhibition can be promoted on every email sent from the office with
an additional line on the signature, specifying the stand location and number.

The company website. This can be used to promote all your events on your
corporate website under a specific tab heading of events.

LinkedIn, Facebook, Blogs and YouTube. All of the social media platforms your
company use should promote your exhibition details in advance, especially if you can
engage with potential prospects before the event.


Twitter used in combination with links to your website can be powerful in making
information about your show available to real and potential attendees in an easy‐to read
steady stream. This method is a great vehicle for generating buzz about your
conference.You will need to choose a great hashtag. A hashtag can be included in the
body of each tweet and is a short phrase preceded by a hash (#) symbol. By making a hashtag that is short and easy, other tweets can reference your conference using the tag.

  • Mention your hashtag far in advance of the conference and include in all
    your related publicity – don’t wait until the day the event starts!
  • Tweet white papers, videos, and presentations, as attachments. These can
    be teasers for your trade show appearance or even a reminder of your
    offerings.
  • A great time to send tweets promoting your appearance is a few weeks
    before the trade show. You can offer teaser photos of a new product
    appearing at the trade show or announce the details of an executive who
    will be a keynote speaker.
  • Include hashtag in all print and digital material.
  • Make sure your Twitter profile has the full name, date, location of your
    conference and a pitch about the conference.
  • Encourage your sponsors, exhibitors and speakers to include your hashtag in
    all their conference‐related postings.

Mobile Apps ‐The need for mobile trade show apps is greater than ever. Trade shows
are all about showcasing products or services in a short amount of time. You need to
let attendees know about a special discount, or send out a push notification within
seconds. There are a variety of developers of mobile apps such as CrowdCompass.

  • A mobile trade show app means faster and more efficient marketing. It
    means measurable results for your exhibitors and sponsors.
  • Mobile trade show apps also give exhibitors and sponsors more
    opportunities to make stronger connections with existing customers and
    reach out to new ones. It is one way to drive interaction and engagement
    between the company and attendees.
  • A mobile trade show app helps you think outside the booth to improve the
    overall event experience and stay ahead of the competition. These apps can
    be created for most smart devices such as Android, iPhone, and iPad.

As mentioned before you need to use the best method of promoting your trade show
attendance to your market and potential customers. The main point is to make your
attendance known so that those coming to the show know of your presence and want to visit your stand. It does not matter how good your stand and products are if you don’t get footfall and generate leads to your products.

Tips on Marketing and Publicity for Exhibitors – Promoting your Exhibition

Your marketing and publicity should be part of your whole marketing plan for exhibiting. Trade shows are a powerful element of the marketing mix in that they enable you to have face to face conversations with your customers and prospects, and to gather sales leads.

Your business and brand needs to be known to potential customers who are attending the trade show. The attendees will gravitate towards the brands that are familiar, visible and readily available to them. You want as many of the right kind of attendees to come to your stand.

Image result for photos marketing exhibitions

You need to ensure that you meet the right people, set up productive meetings and drive traffic to your stand. To do this you need to make sure that your marketing is targeted to the right attendees: those who will be interested in your products and who could potentially lead to a sale.

Image result for photos marketing exhibitions

Depending on your budget there are different types of marketing and ways of promoting your exhibit at a trade show. Some are free and others are chargeable. There are also different ways of marketing and promoting your presence at a trade show.

We will look at the various ways of promoting your event in this tip blog  and then in the next blog tip we will look at the different types of traditional and on-line marketing that you should consider using.

When you start the planning process you need to finalise the theme of the exhibition. All the marketing and communications of the company exhibition and promotion should have the same branding and look-and-feel. All communication about the exhibition should make consistent use of the appearance and branding. If you are highlighting new products then the communications and graphics should reflect the same graphical design.

The Promotion of the Event

  • The marketing of your exhibition is not just about the promotion of the stand and brand but it is also integral to promoting your business, services, and expertise.
  • Whatever marketing methods you adopt make sure you measure the results. This is so that you can determine the most effective method of getting people to your stand and so that you can analyse your Return on Investment (ROI).
  • Make sure that all your promotion is highly focused and correctly targeted.
  • Consider all possible methods of communication because different people like to receive communication in different ways. Use the full range of traditional offline promotion as well as online promotion and social media.

We will outline the marketing and promotion of exhibitions in three sections:

  • Promotion through the Trade Show organisation. (This blog)
  • Traditional Marketing Media promotion. (next blog tip)
  • On-line, Social Media. (next blog tip)

Promotion through a Trade Show Organisation

If you are exhibiting at a trade show then you should not just rely on the organising company to promote the event because you want to stand out from the other competitors and companies who will be promoted at the same time. Do, however, take advantage of their promotional publication to advertise your company stand and products because they will use their large database of previous and new attendees who are already targeted into your market. Promotional opportunities provided by the organisers will vary from trade show to trade show but usually consist of:

  • Promotion of your company in their catalogue of exhibitors. This usually requires a short abstract about your company, what it is that you are promoting, a list of products, photos of the products, and stand location and contact details.
  • An entry onto their website again listing your company products and contact information. Remember products can be searched and products cross-linked.
  • PR article for their newsletter promotion.
  • Advertising on website or pre-event magazine.
  • Sponsorship opportunities. These will be chargeable, but your brand or company name will be promoted on banners, on part of the website, on promotion media and at the exhibition.
  • Taking advantage of speaker opportunities that may arise if the trade show is running an educational seminar or is associated with a specific conference connected to the market segment into which you are marketing.
  • Use the trade show logo on your in-house marketing material and emails to advertise that your company will be exhibiting.

In summary you need to use the best method of promoting your trade show attendance to your market and potential customers. The main point is to make your attendance at the show known so that those coming are aware of your presence and want to visit your stand. It does not matter how good your stand and products are if you don’t get footfall and generate leads to your products.

Guest Blog: How to pick the perfect giveaway for your event

Swags gotta have swags!

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If you’re anything like me, and by that I mean cheap and love freebies, you would relate marketing events and fairs to a shopping trip for practical stuff you’ll need for the coming year or so. When I’m at such events, I’m usually also on the lookout for freebies I can get concrete use out of. Swags such as pens, notepads and T-shirts are very common at events and for good reason – they’re things everyone needs on a daily basis. In other words, they’re practical. But practical as they are, you don’t always have to go for the same old pens and T-shirts. If you prefer to stand out, you could opt for more creative giveaway ideas.

The basic aim of a swag is to lure event-goers to your stand. That’s the very first step to getting people interested in what you’re offering. Hook them in with a good freebie and proceed from there. From the point of view as a freebie-consumer, you could have the most mundane and mainstream product/service and your stall could be the dullest one in the entire event hall. But if you’ve got an attractive-enough giveaway, I’m making a bee-line for you.

The last event I’d gone to was a work fair some two months ago and while I was looking forward to seeing what job offers there were out there, I was personally more excited about the freebies. They definitely fulfilled their aim of luring me to the different job stalls as I managed to score a number of interviews. But I was perhaps a little over-excited about the freebies which may have compromised my composure during the interviews!

When it comes to choosing the perfect giveaway, you could always go safe or go for something less conventional. With so many options for you to choose from, it can be rather overwhelming. Here’s one easy tip to follow – swags needs to have swag. Given that I’ve never had a green thumb nor been a fan of flowers, a great example of what your giveaway (from my point of view) shouldn’t be like is a pot of flower. The best swag should satisfy the basic criteria of being practical, light, small and easy to print on and cost-effective. A pot of flower is simply the exact opposite of these.

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What the perfect giveaway should be

Practical

A pot of flower sits in the corner of the room and serves no purpose besides taking up space. Plus, I’d have to water it every day – what a chore!

This is key. Items such as T-shirts, pens and thumb drives (they could only be 512mb and I’d still take them in a heartbeat) fair well as popular giveaways for this very reason. They’re items people can use over and over again. I’ve been using pens I got from such fairs for as long as I can remember and in fact don’t even remember the last time I actually bought one.

Light & small

Imagine lugging a pot of flowers all around the fair and on the bus/train home. Sure, it could make for a good conversation starter but I’d very much just prefer a photo of it, thanks.

Nobody, not even freebie-loving me goes to an event with a huge bag with which I can fill freebies. That’s just a tad bit too excessive. That being said, a giveaway needs to be small and light enough in order for it to be practical enough to be taken away.

Easy to print on

Hey let’s print our logo on this petal and have it wilt and fall! No.

If you haven’t already figured this out, your primary purpose of having a stall at a marketing event is to – duh – market your brand! The whole purpose of giveaways is to *drumroll* give away an item by which event-goers will remember you. And if your brand or logo isn’t indicated on the giveaway, chances are that nobody’s going to remember where they got the swag from.

Cost-effective

Forget the pots, flowers are expensive enough – ask anyone with a girlfriend.

You’re guaranteed to be the most popular stall in the event hall if you’re giving away a trip for two to Las Vegas as a promotional item. But unless you’re also harvesting bills or Bill Gates from your pots of flower, that’s obviously unfeasible. Since you’re going to be giving away these items for free, you have to consider the trade-offs. It’s important to not go overboard. Set a strict budget and stick to it.

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Another great example of a good giveaway is food. It’s practical in the sense that it satisfies hunger, is a light snack and small enough to fit in your stomach. That’s unless, of course, what you’re giving away is free steak in which case does not satisfy criteria #4. I remember being so hungry at the job fair that I was absolutely famished by the time I got to the PepsiCo booth. I needed to satiate my hunger and drown out the dreadful melodies being churned out by my stomach juices. That resulted in my shameless munching on Doritos as I was speaking to the PepsiCo representatives – probably why I didn’t get the job. But hey at least I got a free bottle of Mountain Dew after – score! Kinda.

Other items I picked up from the fair include this four-coloured-inked pen and heart-shaped notepad. They do satisfy the criteria of a good giveaway but given that I already have loads of pens and notepads lying around at home from previous fairs, I haven’t had much use for them just yet.

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Hands down my favourite giveaway from the job fair is this tote bag from Estrella Damm’s stall. Given that many supermarkets are now charging consumers for plastic bags, this is an extremely handy item. You’re saving money as well as the Earth! Plus, it can be used to carry all the other freebies from the other stalls, unless someone inadvertently picked up a pot of flower. It’s also simple and versatile enough design that I’d carry it on a regular day out as well. In fact I loved it so much I took a second one when everyone had their backs turned – or so I thought. Suffice to say, I didn’t get this job either!

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In a nutshell (just FYI nutshells don’t make for good giveaways), the main purpose of a freebie is to market your product/service. You want your presence to be felt everywhere. Think of a marketing event as a point where you disseminate information regarding your brand. You’re there to promote yourself and besides networking and chatting with event-goers, another way to do that is through these freebies.

Have you ever seen anyone give away a pot of flower as a freebie? Have you ever shamelessly stuffed your face with food giveaways? What’s the favourite giveaway of yours that you’ve taken? What are some of the most unique freebies you’ve seen around? Do share some of your freebie stories with us!

AUTHOR BIO
Lin’s an all-rounder in terms of physical shape. Her weekly schedule revolves around Printsome, football and abhors cutting her nails.

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